AI “Changes the Game” in the Hospitality Industry: When Data Becomes “Gold”

VHO - Digital transformation in the hotel industry is entering a new phase when AI is considered a strategic "lever". The AI ​​Hotel Strategist solution promises to help Vietnamese businesses exploit real value from data and enhance global competitiveness.

On November 11, in Da Nang , the workshop "Hotel Industry Solutions" took place with the highlight being the sharing of Mr. Pham Ngoc Loi - Director of Digital Transformation of Phu Long Resort Hotel Group under SOVICO Group, on the application of artificial intelligence (AI) in the strategy of operating and developing hotels in the digital age.

The digital age and the “gold mine” of hotel data

Following global trends, the hotel industry is entering a period of strong digital transformation, where data becomes a core asset that helps businesses improve competitiveness and optimize customer experience.

Every piece of information – from booking behavior, online feedback to travel trends – holds strategic value for managers.

However, in Vietnam, many accommodation establishments are still struggling with data as most of the information is managed manually and distributed across many different platforms. This makes analysis, decision-making and market forecasting fragmented, subjective and ineffective.

“Hotels are sitting on a gold mine of data but are not exploiting it properly,” said Pham Ngoc Loi. “Data on competitor room rates, customer reviews, internal reports or travel search trends all exist in separate systems, lacking connections. Without an overall view, managers are likely to make decisions that are slow and lack predictability.”

Mr. Pham Ngoc Loi shares about the "strategic brain" for hotels in the digital age

Mr. Loi also cited: “Through online search data, we recorded that the amount of interest in Vietnam tourism from the Japanese market increased by 7% compared to the same period in 2024 - a clear sign of recovery. However, the challenge is how to convert this data into specific actions, into appropriate product packages and pricing strategies, not just stopping at the level of recognizing trends.”

AI Hotel Strategist - the "strategic brain" of digital hotels

Faced with that situation, Mr. Pham Ngoc Loi introduced AI Hotel Strategist (AIHS) - an artificial intelligence solution developed by Furama Resort, which is considered the "strategic brain" for hotel management in the digital age.

AIHS is built on a cloud computing platform, capable of automatically collecting, consolidating and "reading" data from many different sources, helping management have a comprehensive view of the market, competitors and brands in real time.

The system operates on three main pillars: Optimizing revenue through analyzing room rate data, booking history and market trends, thereby proposing flexible prices, ensuring maximum profits; Improving service quality thanks to the ability to "listen" and process thousands of customer feedbacks, helping to detect weaknesses in the operating process for timely improvement; Forecasting the market using AI models, analyzing flight search data, travel behavior and destination trends on major platforms such as Google, OTA or social networks, helping hotels proactively adjust pricing strategies, human resource plans and marketing budgets.

“AIHS helps hotels not only respond to the market, but also position themselves ahead of trends, lead demand and optimize business performance in both the short and long term,” Mr. Loi emphasized.

Sharing about website ranking shows data of markets looking up destinations through which channels, but converting data into strategic plans is still a problem for many businesses.

From voucher management to optimizing customer experience

A specific example shared by Mr. Loi is the voucher management solution - a tool commonly used by hotels in promotional programs, customer appreciation or partnership cooperation.

While previously, tracking the effectiveness of vouchers was almost done manually, leading to errors and lack of transparency, AIHS now allows monitoring the entire process of issuing and using vouchers in real time. Thanks to that, managers can easily evaluate campaign effectiveness, adjust promotional policies, and optimize customer data for future outreach strategies.

“AIHS is not only a management software, but also a smart data mining tool, helping businesses transform from manual operations to a data business model - the inevitable direction of the modern hotel industry,” Mr. Loi added.

With the development and application of AIHS, Furama Resort Danang continues to affirm its position as a pioneer in digital transformation in the hotel and tourism sector in Vietnam. From data models to integrated AI platforms, this enterprise shows its determination to build a smart, flexible and sustainable accommodation ecosystem.

This event not only brings a new perspective on the impact of AI on the hotel industry, but also opens up the prospect of comprehensive transformation in the way Vietnamese businesses manage data, optimize revenue and improve customer service quality.

In the context of Vietnam's tourism recovering strongly, the emergence of tools like AI Hotel Strategist is expected to lay the foundation for a new generation of smart hotels - where data is not just numbers, but "gold" to create strategies and outstanding experiences.

Source: https://baovanhoa.vn/nhip-song-so/ai-thay-doi-cuoc-choi-trong-nganh-khach-san-khi-du-lieu-tro-thanh-vang-180699.html